Review of Miu Miu Maritime Summer 2021 Ad Campaign by M/M Paris with Photographer Johnny Dufort with models Shin Hyeon Yi, Shade, Nina Pronk, Elisa Löhr and Topsy
Miu Miu celebrates the launch of their new Maritime capsule collection with an ad campaign featuring the coastlines of Saint-Malo, a port city in northwestern France. M/M Paris and photographer Johnny Dufort position their models stoically on rocky outcrops, a moss-covered jetty, and the concrete ramparts of the Plage de Bon-Secours with deliberate spacing and minimal expression, allowing the clothing and the nautical-themed atmospheres to take center stage.
The ad campaign’s photography is all shot from a distance, drawing attention to expansive horizon lines and custom-made flags that wave in the periphery, emblazoned with the name of the capsule collection. The straight-forward quality of the photographs is a marked contrast to the campaign’s short film, which features electronically layered soundscapes and choppy-yet-nuanced editing techniques.
The team that assembled these locations, models, flags, and ensembles have put together a tidy and well-designed ad campaign in which all the elements coalesce compellingly; there is enough harmony between elements to highlight the beautifully constructed details of the clothing, and enough dissonance to pique one’s interest and stimulate the viewer’s curiosity.
Miu Miu Creative Director | Miuccia Prada
Agency | M/M (Paris)
Creative Directors | Mathias Augustyniak & Michael Amzalag
Photographer | Johnny Dufort
Models | Shin Hyeon Yi, Shade, Nina Pronk, Elisa Löhr and Topsy
Stylist | Lotta Volkova
Location | Saint-Malo, France